In honor of the Morton Salt Umbrella Girl’s 100th birthday, the Chicago-based company has undertaken a brand refresh encompassing 100 SKUs to “modernize the brand and drive greater relevance to consumers today.” That’s according to Morton Salt Director of Communications Denise Lauer who explains that the design update was also an attempt to create a more consistent look and feel across the company’s portfolio of products.
Remaining virtually intact with the refresh is the iconic Morton Salt Girl, who made her debut in 1914 along with the “When it Rains it Pours®” slogan to help illustrate that Morton Salt could flow freely, even in damp weather—a major product innovation at the time, says the company. Since then, she has grown to serve as a trust mark on a full range of Morton Salt products for consumer and industrial uses.
In keeping with the new design strategy of a more modern, cleaner look, the Morton Salt Girl has been updated with subtle, simplified line work meant to bring more focus to her. “Through our latest market research, we know that the Morton Salt Girl is synonymous with the brand, and her timeless, classic look still resonates with consumers today,” says Christian Herrmann, CEO of Morton Salt. “However, we also knew there was an opportunity to make the brand look and feel more modern and approachable.”
